What is Data-Driven strategic marketing?

One of the greatest and most widely used tools throughout history is marketing, so it's not surprising that it is still paying off for all kinds of companies in different countries today.

That's why it's normal to ask yourself: what is the best form of marketing and why does it get such good results?

Answering this question is difficult, but one of the most convincing answers is, without a doubt, data-driven marketing because companies have been using it for years and have been getting good results with its use.

What is Data-Driven strategic marketing?

In order to understand the benefits of data-driven marketing, it's important to know what it is and how it works. Then you will know exactly what to expect from it and how to use it safely to generate revenue for your company.

And it's nothing more than a set of decisions that are made, once the data generated from customer interactions has been analysed. 

This data allows the company to generate a forward-looking strategy based on customer patterns and to focus its next marketing campaigns on those observed behaviours.

How does data-driven marketing work?

It works in a simple way, but it can guarantee not only a good marketing campaign, but also reach a larger audience that you can convert into customers and thus generate better sales.

It's important to understand how data-driven marketing works in detail, so that you can make smart use of it. Identify what data is needed and how to provide a better experience for your target customers.

1. Data collection

The first and most important step is to collect the data provided by the users or customers of the company. This will allow you to know how satisfied customers are with the campaign and the products and services, as well as the impact the marketing campaign has had on them.

It's important to know how to collect data correctly, as the future of your marketing campaigns based on this method depends on all the data you have collected before.

2. Analysing and interpreting the data

Once you have all the data ready, you need to analyse it to see what valuable information it can provide. 

In order to speed up this process, there are some software tools that allow not only a quick analysis, but also a precise one that helps us to better discover the information contained in the data.

Interpretation also plays an important role in this marketing strategy, as it is important to know how to read the information within the data. 

This is why marketers are so careful when it comes to campaigning, as they make sure that no detail, no matter how small it may seem, escapes them.

How to do strategic marketing based on data?

Since it's one of the most used advertising models and not the one that offers the best results, it's normal that we ask ourselves how this type of marketing can be done effectively. 

The truth is that there are a series of aspects to take into account so that our marketing campaign fulfils its objective.

So here are some of the factors that influence a successful campaign using data-driven strategic marketing. 

Remember that before using any of the advertising methods, it's necessary to know your product, so that you know how best to reach your audience and have the effect you want.

1. Create a database

The first thing to bear in mind is the creation of your own database. 

It's one of the key points for any marketing action you set up to work properly, and thus generate the expected revenue, so it's essential that you have your own database that can provide you with the necessary information.

The most important thing regarding your database is to choose the software you are going to use for that purpose. 

It needs to be not only a complete programme that offers you all the possible tools, but also one that is comfortable to use and that you feel confident to use as often as necessary for future campaigns.

2. Segment your customers correctly

Customer segmentation goes hand in hand with the database, as together they will allow you not only to know the profiles of your potential customers, but also what their tastes and interests are. 

Once this information is obtained, and added to your products and services, you will know exactly what type of campaign to design for them and how to make the most of it safely.

Segmenting your customers will also help your company to design and plan marketing campaigns with specific messages for the customers you have segmented. 

This will not only make your marketing job easier, but also help you to get the message right and make an impact, thus attracting the interest of future buyers.

3. Tailor the content to the specific audience

Once the information is compiled and analysed, and you have segmented your target audience, you are ready to know how to target the needs and interests of your customers with a good and well-designed advertising campaign. 

This will let them know that they are being taken into account by the company, as well as identify themselves with the goods and services you have to offer.

If, for example, you want to make your products known to a new audience, you can create a marketing campaign that targets people who are buying your products for the first time.

This will help you to make yourself known and also to gain the trust of new users with specific attention for them.

4. Monitor and interpret customer journeys

One of the advantages that digital tools offer us is to know which is the route that our customers take.

This way we can find out how they made the purchase or how they came across the advert that led them to make the purchase, as well as the payment methods.

This also allows us to know how effective the campaign has been and the impact it has had on users. This way you can also know from which devices users see you.  

If they see the ad on their laptop and then buy from your website on their mobile, you can establish behavioural patterns that you can take advantage of in future marketing campaigns.

It's important that you know how to interpret these behavioural paths because there are times when a long period of time can elapse between the user coming across the ad and making the purchase. 

How can data-driven marketing benefit you?

Knowing how to use data-driven marketing strategically is not enough. It's also important to know what benefits it can bring to our company and, of course, to the customers who make use of our products and services through marketing campaigns.

It turns out that there are a number of benefits that we can get from this marketing method. 

It's important to know that each of the advantages presented below can be perceived to a greater or lesser extent depending on the products or services you offer, as well as the target audience you are targeting.

1. Identify your company's most valuable customers

Regardless of the type of business or products you offer, there will always be customers who are more significant to you. 

Whether it is because of the social influence they have or the amount of products they purchase from time to time, these customers are an important part of the business, so it's important to keep them happy.

Even so, identifying these customers is often a complicated task that requires a lot of effort. 

However, by using your database and tools to analyse them, you can establish which potential customers can be considered the most valuable, and create advertising campaigns to further capture their attention.

It also makes sense to create targeted campaigns that reward customer loyalty and engagement. This also encourages other customers to take part in these campaigns in the future.

2. More efficient decision-making

The discussions around the table when designing a marketing campaign are some of the longest and slowest processes of all, as it is important to know the market and the products in order to arrive at an accurate decision. It must benefit the company and the customers and capture their attention and interest.

However, by making use of databases we can make this process much faster. 

They contain the necessary information for the campaign, so we can make more effective and faster decisions, as they allow us to know the target market for the advertising.

3. Identify which content generates greater visibility

One of the decisions made using the databases is what content is appropriate for the campaign and how much visibility it generates, so it is important to know how to interpret this data correctly and choose the content we want to add to the campaign and the content we will offer to our audience.

In addition, by knowing the age range and tastes of the users, we will know the tone that can generate more visits. 

If, for example, the data shows that our audience is interested in current affairs, we can use this to ensure that the campaign reaches them organically and generates interest in visiting either the physical or virtual shop on social networks.

4. Predicting the results of advertising campaigns

Although it is true that the best way to know how our campaign has done is to wait until the campaign is over and analyse the data, it's also important to know that there is a way to predict these results in a simple way. 

This is thanks to the data itself. By studying the trends we will know what to expect and how to prepare for it.

Moreover, it's not only past trends that help us to make this prediction. 

Current trends can also help us to know what we can expect, as we can observe their results in real time and take the good things for our campaigns, as well as improve where they have fallen off and predict what our results can be.

5. Getting closer to the target audience

As we mentioned earlier, the strength of this marketing strategy is to get to know the target audience directly through the interpretation of data. 

Besides allowing us to build an effective campaign, it also helps us to know what needs our customers have and how we can offer solutions to them with our products.

This way you can reach those who are really interested in the goods and services offered by your company. 

In addition, the marketing team in charge can find out which social networks are preferred by the customer, as well as which are the most effective for advertising. 

Data-driven marketing is a discipline to be admired!

The truth is that with it, you can achieve good financial results, both for your own projects and for your clients' projects. 

Did you already know this information? Let us know in the comments what you think about this type of marketing.